The ads said the luxury new apartment development was "located in the leafy upmarket Pretoria suburb of Waterkloof", with frontage onto a "picturesque river".

Waterkloof, the alluring publicity said, had supermarkets and "a range of excellent restaurants, cinemas, and theatres".

In fact, the Advertising Standards Authority heard in an irate complaint from the Waterkloof Homeowners' Association, this was somewhat generous with the truth.

The development, grandly titled "Embassy Residence", was not actually in Waterkloof: it was across the road from the suburb.

The "river" was a storm water channel which for most of the year, carried only a trickle.

The "river frontage" was a scruffy park frequented by vagrants.

And to cap it all, according to association representative Richard King, Waterkloof had no shopping malls, cinemas or theatres, and only one restaurant.

The ASA said in a ruling released this week that developer the Signature Group had since the complaint changed its advertising to say the development was "adjacent" to Waterkloof, and that there were supermarkets , restaurants and cinemas in the "surrounding area".

As for the picturesque river, the ASA said, while Signature was proposing to dam it to form ponds, an environmental impact assessment was still under way.

However, Signature had disputed that the "river" advertising was premature, as the association claimed.

It had said many developers marketed before obtaining approvals, and for luxury developments of this nature early marketing and brand building were essential.

The ASA said while it accepted a degree of "creative freedom", it was important that advertising did not mislead consumers.

"Currently, there is nothing to show that the 'river frontage' or 'picturesque river' will definitely materialise," it said. "Accordingly, the advertising is misleading in this regard."

It ordered that the river claims be withdrawn immediately.

Embassy Lodge consists (at least according to Signature's current website advertising) of 145 apartments ranging in price from R4 million to R30 million.

"The dramatic landscaped gardens and water features seamlessly complement the curvaceous curves of the building," the website says.

"The Embassy represents a pinnacle in the Signature pursuit of excellence and perfection."

The website on Friday was advertising the development as "Located Waterkloof, Pretoria".

Sapa